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Looking ahead, competitive differentiation is expected to evolve, with a notable shift from price-based competition towards innovation, technology, and supply chain reliability

ZYN compared to vapes Vapes, or e-cigarettes, have skyrocketed in popularity over the last 15 years as an effective and satisfying method of tobacco harm reduction

This was also true for the youngest legal-age adult cohort, suggesting that the consumer nicotine gum is unlikely to attract youth

Materials Four inserts were identical to those used in Canada, except that information at the base of the insert (all mentioned Health Canada and two stated that Nicotine is the drug in tobacco that causes addiction) was replaced with a self-efficacy (You can quit) or response efficacy message (You will benefit from quitting), given that efficacy messages on inserts have been found to complement the warnings on packs, 28 see Figure 1